Instagram is a place where billions of people worldwide share, get inspired and explore their interests. It’s been over 10 years since we refreshed our brand identity. As the ways people use Instagram have evolved, our values around creativity and connection have remained. Our new wordmark elevates simplicity, creativity and connection. It was important to craft a mark that still makes Instagram feel like Instagram, while introducing something to carry us into the future.

The team explored hundreds of directions: from all-caps, to camera concepts, to literal handwriting. We kept coming back to what’s always been special about Instagram: the magic of crafted script. It modernizes the brand while keeping that warmth; our hope is that it feels personal, confident and unique. “Script reflects individuality, so referencing that felt right. The new wordmark is bolder and simpler, with touches of unexpectedness. It cues individual expression, a personal voice, both of which have always been core to Instagram,” said Jasmine Probst, Director of Product Design, Instagram.

Alongside the wordmark, we updated our brand system. While the gradient remains a core part of our brand, you’ll see a more subtle use of it alongside refreshed motion, layout and UI. There is also new typography to extend the language: an updated Instagram Sans; a new handwriting typeface, Instagram Pen; and a new Instagram Mono font. The refreshed direction creates more room to breathe, and is built so the community's work is what carries the energy.

“The refreshed brand system puts our community’s creativity and self-expression front and center. It’s designed to spark courageous action and give people the confidence to create and show up as themselves, freely and fully,” said May Hartono, Director of Brand Design, Meta.

The refreshed Instagram wordmark is now rolling out globally, with the full brand identity following through 2026 and beyond. It’s all been created to flex and grow alongside Instagram and the people who make it a special place.